1. 1 Mapping Success in the Food System Discover. Analyze. Strategize. Implement. Execute. 800.229.4253 hale@halegroup.com www.halegroup.com Foodservice Industry Trends: USA Dry Pea and Lentil Council Trend Tour and Culinary Workshop

2. 2 Laura MacPhail Principal, The Hale Group, Ltd. Sales and marketing strategy development Brand awareness and positioning Trade channel education Product innovation Customer satisfaction

3. 3 Laura MacPhail President, MacPhail & Associates, LLC Founder of Foodservice Immersion A professional training program for foodservice suppliers An intensive small-group, 3-day foray into the real world of foodservice operators

4. 4 Top Trends Affecting Dry Peas, Lentils, Chickpeas and Their Flours 4

5. 5 Global Flavors Food Trucks and Global Street Food Gluten-Free and Vegetarian Sustainability Global Flavors Food Trucks and Global Street Food Gluten-Free and Vegetarian Sustainability Top Trends for Today

6. 6 Trend: Global Flavors 6 “Discovering the unlimited flavor possibilities of global ingredients, beyond traditional roles in “ethnic” cuisines.”

7. 7 Consumers are exploring new ways of cooking and eating Inspired by traditional global cuisines Individual ingredients valued for their unique flavors and uses Ingredients no longer limited to their “native” uses Incorporated into everyday dining Consumers experience in real life what they read about or watch on TV Consumers are exploring new ways of cooking and eating Inspired by traditional global cuisines Individual ingredients valued for their unique flavors and uses Ingredients no longer limited to their “native” uses Incorporated into everyday dining Consumers experience in real life what they read about or watch on TV McCormick Flavor Forecast

8. 8 Wider, more global perspectives Probing centuries-old traditions Exploring the frontiers of culinary science Hunting down new ingredients Re-inventing culinary favorites These help restaurants remain competitive Worlds of Flavor International Conference: Kitchens Connected Wider, more global perspectives Probing centuries-old traditions Exploring the frontiers of culinary science Hunting down new ingredients Re-inventing culinary favorites These help restaurants remain competitive Worlds of Flavor International Conference: Kitchens Connected Latest from the CIA

9. 9 Ethnic Influence at Non-Ethnic Restaurants Source: Datassential

10. 10 Hot Global Cuisine Trends Indian Mediterranean Middle Eastern Peruvian South American African Hot Global Cuisine Trends Indian Mediterranean Middle Eastern Peruvian South American African Sysco Trend Spotter 2013

11. 11 Chickpeas and Lentils on Menus by Cuisine Source: Datassential

12. 12 How are global flavors being menued? Dukkah Spice Blend Crusted Fish with Broccoli and Red Lentils McCormick Flavor Forecast © 2013

13. 13 How are global flavors being menued? Falarma Falafal Hummus Lentil Soup

14. 14 How are global flavors being menued? Bisteck a lo Pobre: skirt steak, fried egg, pan-fried banana, chickpeas tacu tacu Tacu Tacu Onigiri: short grain rice, garbanzo, rocoto-chancaca BBQ

15. 15 Polenta con Ceci e Bietole: Wild-hive polenta with tomato, braised chickpeas and Swiss chard — Eataly, New York Polenta con Ceci e Bietole: Wild-hive polenta with tomato, braised chickpeas and Swiss chard — Eataly, New York How are global flavors being menued?

16. 16 Street food is cheaper Street food is served in smaller portions Consumers are willing to try unfamiliar ethnic items served on food trucks This has made consumers more adventurous eaters Street food is cheaper Street food is served in smaller portions Consumers are willing to try unfamiliar ethnic items served on food trucks This has made consumers more adventurous eaters Trend: Food Trucks & Global Street Food

17. 17 Consumers associate food trucks with: Innovation Forward-thinking menu options Truck operators' embrace of new & exciting ingredients Datassential Street vendors around the world have been selling hearty snacks-to-go Turkish kabobs & Greek gyros to Mexican tacos & Indian flatbreads FoodService Director Consumers associate food trucks with: Innovation Forward-thinking menu options Truck operators' embrace of new & exciting ingredients Datassential Street vendors around the world have been selling hearty snacks-to-go Turkish kabobs & Greek gyros to Mexican tacos & Indian flatbreads FoodService Director Consumers’ Perspective

18. 18 Chefs have noticed consumer’s enthusiasm for ethnic foods, fed by food trucks Chefs have branched out into a relatively new ethnic genre: peasant foods Restaurants will continue exploring this rustic aspect of global food Presenting something unfamiliar yet comforting Cassoulet, dumplings, gumbo, grits, etc. Datassential Chefs have noticed consumer’s enthusiasm for ethnic foods, fed by food trucks Chefs have branched out into a relatively new ethnic genre: peasant foods Restaurants will continue exploring this rustic aspect of global food Presenting something unfamiliar yet comforting Cassoulet, dumplings, gumbo, grits, etc. Datassential Peasant Food an Offshoot

19. 19 Restaurant Associates has teamed up with celebrity chef Marcus Samuelsson to create Global Street Foods, offered to RA’s corporate clients. – Foodservice Director Omni Hotel & Resorts’ promotion, Simply Street Food, was so successful, it was extended well past its original time frame. – Nation’s Restaurant News Restaurant Associates has teamed up with celebrity chef Marcus Samuelsson to create Global Street Foods, offered to RA’s corporate clients. – Foodservice Director Omni Hotel & Resorts’ promotion, Simply Street Food, was so successful, it was extended well past its original time frame. – Nation’s Restaurant News What’s Happening in the Industry

20. 20 How is Street Food being menued? Samosas served on spicy garbanzo bean stew topped with sweet yogurt Uttapam: Savory crepes made with rice and lentil flour

21. 21 How is Street Food being menued? Fattoush Salad: Lettuce, tomato, cucumber, green peppers & fresh mint, topped with lentils, bulgur and caramelized onions Hummus

22. 22 How is Street Food being menued? Bhel Puri: Puffed rice, chickpea flour noodles, potatoes, cilantro & onions Falafal Poppers: Falafel on the outside, warm feta cheese on the inside Burmese Melon Salad: Fresh melon, coconut, lentil, and ginger dressing Lentil soup with plantains

23. 23 Trend: Gluten-Free and Vegetarian Chef/owner of Mana Food Bar in Chicago: “It seems like gluten-free has replaced the Atkins and low-carb diets of the past”

24. 24 Food allergies and food intolerances are on the rise Restaurants are responding Menus that serve special needs and personal preferences From 2009 to 2012: Gluten-free menu items increased by more than 275% Menu Insights, Mintel Food allergies and food intolerances are on the rise Restaurants are responding Menus that serve special needs and personal preferences From 2009 to 2012: Gluten-free menu items increased by more than 275% Menu Insights, Mintel Gluten Free and Vegetarian

25. 25 1 in 133 people in the U.S.—about 3 million total—have celiac disease (< 1% of population) --The National Foundation for Celiac Awareness 15 million people in the U.S have food allergies (4% to 5% of population) --Food Allergy Research & Education 1 in 133 people in the U.S.—about 3 million total—have celiac disease (< 1% of population) --The National Foundation for Celiac Awareness 15 million people in the U.S have food allergies (4% to 5% of population) --Food Allergy Research & Education Beyond the Halo Effect: The Facts

26. 26 The market for gluten-free foods has grown at a compound annual rate of 30% since 2006 U.S. gluten-free sales will exceed $5 billion by 2015 The market for gluten-free foods has grown at a compound annual rate of 30% since 2006 U.S. gluten-free sales will exceed $5 billion by 2015 The Market’s Response

27. 27 How is Gluten-Free being menued? Chickpea Salad: Chickpeas, carrots, dried apricots, raisins, cumin, paprika, mint, olive oil Cold Israeli Quinoa Bowl: Cucumbers, tomatoes, chickpeas, parsley, peppers, scallions, quinoa

28. 28 How is Gluten-Free being menued? Special Menu Gluten/Allergen Caesar salad without croutons Penne Rigate with Marinara, with gluten-free pasta Mixed Grill

29. 29 Gluten-free sandwich rolls Gluten-free formulations of most popular sandwiches Gluten-free soup selections Cheddar Cheese & Broccoli Cheesy Asparagus Gluten-free sandwich rolls Gluten-free formulations of most popular sandwiches Gluten-free soup selections Cheddar Cheese & Broccoli Cheesy Asparagus How is Gluten-Free being menued?

30. 30 How is Vegetarian being menued? Vegetarian Meatballs: mushrooms and green lentils

31. 31 How is Vegetarian being menued? Indian Lentil Stew Yellow Pea with Roasted Red Pepper Soup Select Harvest Mediterranean Vegetable Soup Moroccan Style Chicken with Chickpeas Soup

32. 32 Trend: Sustainability There is no question that a new paradigm of what constitutes “good food” is taking hold across America. What is “Good” Food? The Culinary Institute of America in conjunction with Harvard School of Public Health

33. 33 Meatless Monday This campaign has become a nationwide initiative It encourages cutting down on the amount of meat processed and consumed For physical health and to reduce the strain on the planet FSR Magazine Meatless Monday This campaign has become a nationwide initiative It encourages cutting down on the amount of meat processed and consumed For physical health and to reduce the strain on the planet FSR Magazine Sustainable … Playing Out in Foodservice

34. 34 The concerns are growing rapidly, especially among younger demographic groups Where does our food come from? How was it was produced? Is it is healthy, environmentally sustainable, locally sourced, and created in a socially responsible manner? Is it healthy for us? The concerns are growing rapidly, especially among younger demographic groups Where does our food come from? How was it was produced? Is it is healthy, environmentally sustainable, locally sourced, and created in a socially responsible manner? Is it healthy for us? Consumer Attitudes and Concerns

35. 35 Growing demand for products consumers and chefs deem to be “natural” and “whole” and “clean label” The market for “real food” continues to grow at more than 10 times the industry average Sustainability is the buzzword of the new Millennium (Menus of Change) 89% of consumers say they are already in some way engaged in sustainable living Growing demand for products consumers and chefs deem to be “natural” and “whole” and “clean label” The market for “real food” continues to grow at more than 10 times the industry average Sustainability is the buzzword of the new Millennium (Menus of Change) 89% of consumers say they are already in some way engaged in sustainable living Consumers and Chefs

36. 36 Plant-based protein market must satisfy ever- increasing customer demand Average annual growth of 5% in volume over last 3 years Meeting this demand requires Plant-derived sources Reliable, sustainable and affordable alternatives to animal proteins and soybeans Pea protein isolates are increasingly finding use in: Nutrition bars Ready-to-drink beverages and powders Pastas Batters and breadings Food Navigator USA Plant-based protein market must satisfy ever- increasing customer demand Average annual growth of 5% in volume over last 3 years Meeting this demand requires Plant-derived sources Reliable, sustainable and affordable alternatives to animal proteins and soybeans Pea protein isolates are increasingly finding use in: Nutrition bars Ready-to-drink beverages and powders Pastas Batters and breadings Food Navigator USA Industry Response

37. 37 Menus of Change Favoring healthy and sustainable proteins, especially plant-based proteins: Can help foodservice operators better manage costs and deliverability Climate and other factors make farming and livestock production less predictable

38. 38 How is Sustainable being menued? Breakfast cereal: Lentils, quinoa, farro, black barley, brown rice Baked lentil and spinach stuffed shells Hummus tea sandwiches French lentils with onion and carrot

39. 39 Double Hummus & Crisp Sea Salt Lavosh Minted edamame hummus Roasted red pepper hummus Owned by Darden Double Hummus & Crisp Sea Salt Lavosh Minted edamame hummus Roasted red pepper hummus Owned by Darden How is Sustainable being menued? Smoky Split Pea soup Moroccan Lentil soup Greek Gyro Bowl

40. 40 Mapping Success in the Food System Discover. Analyze. Strategize. Implement. Execute. 800.229.4253 hale@halegroup.com www.halegroup.com Dry Peas, Lentils, and Chickpeas: In the Path of Progress! Thank You!